Big Brother is to be axed after one final series next year, Channel 4 confirms.
The reality show has been a huge revenue-driver for the channel but ratings have plummeted for the current series.
It is understood Channel 4 has decided not to renew its deal with programme-maker Endemol and the broadcaster will end the programme after screening the 11th series in 2010.
Channel 4 has a three-year deal with Endemol, thought to be worth around £180m.
There will also be one more series of Celebrity Big Brother early next year before the deal ends.